MARKETING AND SALES

Nothing kills a bad company faster than good marketing

Marketing strategy:
What is the core strategy for marketing your products?
See key focus
How are your target customers going to be made aware of your
products? What mediums of communication will be used to reach
your target consumer?
Digital Marketing Campaigns (Adwords & Admob - Web and
App based)
Targeting parents and households in general (mothers and
parenting magazines, child development and education
media)
Early adopters kids interested in gardening (display in
gardening and plant shops)
Early majority educational toys online market through
amazon
Will there be any marketing effort aimed at any intermediaries you
may have such as wholesalers?
Yes Amazon Premium Subscription
Products featured in all categories, toys and educational
toys categories
Will you make substantial use of PR (public/press relations) in your
marketing effort are the products newsworthy or is another news
story being created to support the products?
(For example your company launching an educational website
offering free advice to consumers on matters that have a
relationship with your product)
Yes educational videos and know how on plant care, use,
benefits and guidance for kids and parents
Free videos promoted through youtube
State how much this will cost and break down the costs between
categories
Marketing Budget

2016
90000

2017
90000

2018
90000

2019
90000

2020
90000

Breakdown to be done
Introduce any agencies that will be used to assist you and confirm
that they have been able to produce a practical action plan with the
budget

I believe its not required

Explain what you expect the marketing effort to achieve and how
you plan to monitor and control the effort to ensure it is effective
See situational analysis

Sales and Distribution:

This section explains the strategy, structures and processes you will
use to sell your product to customers, and intermediaries, and how
you will physically deliver the product to them.
State to whom you are selling the products, state specific
segments of the market
See segmentation
Explain how are you going to make the product available to
customers and sell the product to each of these segments how are
you going to make it convenient and accessible for your customers
to buy your products?
Online Amazon and own website for selling
Describe the retailer and intermediary margin structures for each
sales channel you use through to the final consumer and compare
this to rivals
If you need a sales force, will you develop this in-house or have
you identified a sales organization you can contract/partner with?
Before entering the retail sales, its not requires as selling
efforts are to be focused through online media
Where will your products be warehoused? How will your products
physically reach your customers? Will you employ a warehousing
and distribution company, or will you contract with the Sales &
Distribution outfit that offer the entire package?
Discuss with Flore
Otherwise, with amazon FBA, we need one warehouse and
rest is handled by them
If you do enter a contract arrangement with sales & distribution,
what are the terms of the agreement? Who will own the stock? Who
will invoice and receive the funds?
When and how will customer invoicing be done?
What settlement terms are offered?

Key Focus
1. Time to market

2. Leverage supernormal profits

3. Brand Building in short period of time
4. International Selling 2nd year onwards
SOSTAC ANALYSIS
Situational Analysis (Where we are?)
New Entrant
Little Experience
Generic Assets
No Brand Equity
Where we want to go?
Sales Target (Annual from 2016-20)
WESTERN EUROPE SALES AND REVENUE PROJECTION

Kit Sales Target (units) 8063.89 29506.62 142624.17 206040.17 270664.73

Accessories Sales Target
(units) 1612.78 5901.32 28524.83 41208.03 54132.95

UK

Kit Sales Target (units)

Accessories Sales Target
(units)

8063.8 17355.5 43656.4

9
3
8
1612.7
8
3471.11 8731.30

59976.4
1
11995.2
8

75994.8
7
15198.9
7

Kit Sales Target (units)

Accessories Sales Target
(units)

France
0.0 5743.1 45693.1 65518.8
0
8
7
7
0.0 1148.6
13103.7
0
4
9138.63 7

Kit Sales Target (units)

Accessories Sales Target
(units)

Germany
0.0 3324.1 20681.5 31390.2 42138.7
0
6
4
6
4
0.0
0
664.83 4136.31 6278.05 8427.75

86963.9
4
17392.7
9

Italy
Kit Sales Target (units)
Accessories Sales Target
(units)

0.0 1160.8 16130.1 24084.3 31735.1

0
5
7
4
6
0.0
0 232.17 3226.03 4816.87 6347.03

Spain
Kit Sales Target (units)

0.0
0

1922.9 16462.8 25070.2 33832.0

1
1
9
2

Accessories Sales Target

(units)

0.0
0

384.58 3292.56 5014.06 6766.40

Market Segmentation

Industry
Sub Sector
Overall
Market
Geography

Toys and Games

Educational Toys, Gardening
Consumer
Parents with children between 5-9
Market
years old
Institutional
Market
Schools, Kid's therapy offices
Western Europe

Customer Segmentation
PROFILE
VARIABLES
Demographi
cs
Age
Race,
Gender

Criteria

5-9 years
All - No Preference

Selection Reason
Kids in early stages of cognitive
development and learning
Gender and race neutral
products

Socio
Economic
Grouping
Income
Level

Kids with atleast one

earning parent

Geographic

UK and subsequently
Western Europe

Parents with basic income and

buying power
Strong economies with affluent
households. Also easy Logistics
and Operations of business

LIFESTYLE
VARIABLES
AIO Analysis
(Activities,
Interests
and
Opinions)

Kids and parents with

an interest in
gardening, outdoor
activities and healthy
lifestyle

Focus on Parents and kids who

want to invest time in doing
things together as a family and
an interest in gardening

External Market Environment

Strategic Industry Challenges
Competition from electronic products and video games
Well built brands
Short life cycle of toys
Highly fragmented market with different types of products
Target market constantly changing maturity of kids and
changing preferences
Seasonal cash flows
SWOT
S New Entrant (young and entrepreneurial team), product one of a
kind, FMA
W New entrant (no brand name), competing with large players,
little experience, no alliances or licenses with the likes of Disney, etc
O Leverage new segments of digital learning, growing
demographic and economic portions of western Europe, no one
dominant player in the educational toy market
T Big players, chinese imports
PESTEL
P- regulations to sell products to kids between 5-9
E Environmental regulation of recycling and reuse of construction
plastics used
S Social need of families to spend quality time with kids and play
games together, making their kids learn about gardening and foster
connect with nature
T Technology to play a major role in upcoming years with transition
from traditional toys to video games, evolution of technology fast
and market adoption rate quick
E With improving economic conditions of Western Europe,
household paying power is increasing and so is willingness to spend
for kids toys
L Licensing with major kids affiliated businesses like Disney, etc
will play a major role in aiding marketing
Market Targeting
Target market would be Earning Household with Kids between the
ages of 5-9 and parents having an interest in gardening toys. (Take
numbers from Financial Analysis)
Market Positioning
Position Grow-Me as an educational toy with